Having bagged Jaguar and Land Rover doesn't mean Tata is slowing down its big global ambitions.
Next stop is Thailand where Tata Motors launched its first product at the ongoing Bangkok Motor Show. Tata's launched the pick up truck Xenon, the first product of its JV with Thailand's Thonburi.
Tata has decided to enter the second largest pick up truck market in the world by launching its pick up truck called Xenon which will be followed by other products from their range. This pick up truck will also be branded as Fiat when it gets launched in Latin America later.
Tata has designed the Xenon to cater to foreign markets which explains Fiat's interest. The Xenon will be branded Fiat and sold in South America and will be made at Fiat's Cordoba plant in Argentina. In Thailand, Tata wants to cash in on a 400,000-unit strong pickup truck market.
The low cost of ownership tag is the big attraction for the Xenon but that won't be enough to take on a market dominated by the likes of Nissan and Toyota which control more than half the local Thailand market.
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